Sprint unveils 'Unlimited Guarantee'

The U.S. wireless carrier pushes hard on its differentiating feature in the market.
Written by Andrew Nusca, Contributor

Sprint announced today its "Unlimited Guarantee," promising customers unlimited voice calls, text messaging and data for the life of the line of service. 

The guarantee applies to new and existing customers who sign up for the U.S. wireleess carrier's new "Unlimited, My Way" plan or "My All-in" plan, available beginning July 12. They start at $80.

The move shows the wireless carrier pushing aggressively its differentiating factor in the market: a lack of caps on the monthly services it provides customers. The No. 3 carrier is trying to maneuver in a tight market where Verizon and AT&T lead by a significant margin while No. 4 T-Mobile tackles a contract-free strategy.

Details from Sprint:

With the Unlimited, My Way plan, Sprint customers can also customize their wireless plan to meet their family’s needs, including mixing smartphones and basic phones, selecting their data options, and adding up to 10 lines all on the same account. As customers add additional lines to their account, the more they can save on each line every month. For example, on lines four to 10, customers can get unlimited talk, text and data for as little as $50 per month.

The Unlimited, My Way plan can offer customers a significant savings when compared to competitor’s capped data plans. For example, smartphone customers can save $20 per month vs. Verizon’s comparable plan with only 2GB of data.

How the Unlimited, My Way Plan Works:
Customers first select the number of lines; all lines come with unlimited talk to any wireline or mobile phone and text.

Customers then choose their data for each line: $30/month for unlimited data on smartphones or $10/month for unlimited data on basic phones. Additional options include $20 for 1GB of data on smartphones or basic phone users can choose not to add data to their account.

Customers also have the choice to activate mobile hotspot functionality on their smartphone for $10 per month for 1GB of data on the Sprint network.
My All-In Plan:

In addition, Sprint is offering smartphone customers the My All-in plan with unlimited talk, text and data while on the Sprint network and 5GB mobile hotspot usage for $110.

How The Sprint Unlimited Guarantee Works:

All customers on an Unlimited, My Way plan or a My All-in plan will have unlimited talk and text guaranteed for the life of the line of service.

Customers who select unlimited data on an Unlimited, My Way plan or a My All-in plan will have unlimited data guaranteed for the life of the line of service.

The guarantee will apply to customers as long as they remain on the plan, meet the terms and conditions of the plan and pay their bill in full and on-time.

Existing customers can switch to a new plan without extending their contract, Sprint says.

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